Executive Summary
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Best part of SnowKidz, the friends. (BEL)
The strong progress of SnowKidz has continued. With the program now exceeding 1’000 events, interest in bringing children to the snow year round is now strong. The program also boasts an 88% retention rate amongst Organisers, a reach of over 20’000 persons weekly, a comprehensive Organiser support system and public confidence in the events themselves. Moreover the project, with thanks to partners Audi, the World Federation of the Sporting Goods Industry (WFSGI) the European Federation for the Sport Goods Industry (FESI) and four Preferred Suppliers, has distributed 39’000 pieces of equipment globally.
2 Executive Summary
We ready to for this, Sibratsgfäll (AUT)
Trying all the sports in Ylivieska (FIN)
No matter the time of the year, its always SnowKidz time. Nis (SRB)
Introduction
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Who is the Internation Ski Federation (FIS) ?
As the governing body of international skiing and snowboarding, FIS manages the Olympic disciplines of Alpine Skiing, Cross-Country Skiing, Ski Jumping, Nordic Combined, Freestyle Skiing and Snowboarding, including setting the international competition rules. Through its 123 member nations, more than 6’500 FIS ski and snowboard competitions are staged annually. Specific initiatives are undertaken by FIS to promote snow activities as a healthy leisure recreation, notably for the young.
What is Bring Children to the Snow?
The ‘Bring Children to the Snow’ campaign was launched in 2007 as an international, multi-year campaign to promote snow activities as the number one leisure choice for children and youngsters. The campaign aims to encourage newcomers to the snow whilst adding additional value to those who already participate in the sport.
The campaign seeks to achieve this vision through two primary programmes; FIS SnowKidz and the FIS World Snow Day. The primary target group
is children between the ages of 4-14 as well as their families. Whilst targeting children and their families, FIS also hopes to motivate more teenagers and young adults.
The campaign is focused on generating competitors for any particular FIS discipline. ‘Fun in the snow, fun on the snow’ is the motto at the heart of the campaign.
What is SnowKidz?
FIS SnowKidz is the first phase of the Bring Children to the Snow campaign. It is a unique program and communications platform that enables organisers around the world to share and showcase their events to bring children to the snow. Events can occur at any time and in any place around the world.
4 Introduction
Happy winners at the Sci Club 70 events (ITA)
FIS SnowKidz Goals Analysis
Primary Goals:
Goal: Enable children and families to Explore, Enjoy and Experience the fascination of snow through special events and activities organised as part of SnowKidz.
Status: Completed - All events to date have provided children better access to snow sports. As such all participants have had a chance to explore, enjoy and experience snow sports.
Goal: To have an accumulated total of 500 events by the end 2015.
Status: Completed - SnowKidz has now exceeded 1000 events. This goal was achieved 1 year ahead of schedule and doubled the benchmarked amount.
Goal: To have an accumulated total of 500,000 event participants by the end 2015.
Status: Completed - Since 2009 SnowKidz has had an accumulated total of 2.6 million participants.
Secondary Goals
Goal: Increase awareness about the need to protect and conserve the natural environment.
Status: Completed - The SnowKidz project has reached over 58’000 people with its message of environmental protection.
Goal: Promote the health benefits of snow sports to all participants.
Status: Completed - According to the data collected SnowKidz has reached more than 330’000 people with its messages of the health benefits of snow sports.
Goal: Emphasise the importance of snow safety and awareness of FIS rules of conduct.
Status: Completed - The 10 FIS Rules of Conduct SnowKidz version has been a huge success. The documents and templates have been downloaded more than 1’400 times. It is estimated the message of safety has reached more than 440’000 people since 2009.
5 Introduction
Learning the ropes at Tiffindell (RSA)
1st time is the most memorable. Kawasaki (JPN)
SnowKidz in Numbers
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Fast Numbers
• 1 program.
• 3 global partners: Audi, The World Federation of the Sporting Goods Industry (WFSGI) and the European Federation for the Sport Goods Industry (FESI).
• 6 events in major cities.
• 15 events designed to benefit disadvantaged youth.
• 44 participating countries.
• 356 Event Organisers.
• 237% increase in social media presence since June 2015.
• 1’427 SnowKidz events since 2009.
• Over 3’800 minutes watched on YouTube.
• 7’561 website visits per month.
• More than 128’325 pieces of equipment distributed to Organisers to help stage events.
• More than 500’000 participants at the largest event/action for the second year in a row.
• Over 2.6 million participants since the program’s inception.
SnowKidz in Numbers
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Best event ever. Masella (ESP)
FIS SnowKidz by Continent and Country
From June 2015 – June 2016, 489 SnowKidz actions and events have taken place in 34 countries.
8 SnowKidz in Numbers
Nor th America 18 Events 2 Countries Europe 376 Events 26 Countries Asia 1 Events 1 Countries Africa 2 Events 2 Countries South America 2 Events 3 Countries Australasia 17 Events 1 Country Andorra 1 Belgium 7 Australia 17 Austria 137 Brazil 1 Canada 16 Japan 1 Lesotho 1 Liechtenstein 2 Lithuania1 Former Yugoslav Republic of Macedonia 1 The Netherlands 23 Norway 1 Peru 1 Poland 1 Portugal 3 Romania 4 Russia 3 Serbia 7 Slovakia 5 South Africa 1 Slovenia 16 Spain 17 Sweden 36 France 2 Germany 34 Greece 3 Italy 6 Czech Republic 4 Finland 26 Switzerland 6 Turkey 2 United Kingdom 27 United States of America 2
Types of Organisers
Types of Organisers
SnowKidz seeks to involve all stakeholders in snow sports. According to the data “ski and snowboard clubs” make up the largest portion of Organisers, followed by “ski/snowboard schools” and “event organising companies” rounding out the top 3.
Example Events
Throughout Switzerland: FaMigors Ski Day
Throughout Finland: Kids Move!
Throughout Netherlands: Wintersport Experience
Throughout Sweden: Alle pa Snow
Throughout Austria: Skifahren mit Flocke
Vernon (USA): National Winter Activity Centre
Throughout Belgium: Lets go Snow Tour
Europa Park (GER): Kids snow wonderland
Throughout Australia: Little Shredders
Tiffendell (RSA): Tiffendell SnowKidz
Afriski (LES): King’s Cup
Kawasaki City (JPN): I LOVE SNOW
9 SnowKidz in Numbers
Hi mum, look at me! Dolni Morava (CZE)
Timeline and Milestones
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Squad goals. Vatra Dornei (ROM)
(01.06.2016)
SnowKidz 2015/2016 after movie released
(15.02.2016)
Nominations of the SnowKidz Award close
(20.02.2016)
Judging for the SnowKidz Award begins
(10.06.2016)
Announcement of the SnowKidz Award winner – Snow Moves! (FIN)
(01.10.2015)
Nominations for the SnowKidz Award open.
(01.08.2015)
SnowKidz Manufacturers Kids Demos introduced
(17.11.2015)
300th SnowKidz Organiser registers - Verein Valünalopp (LIE)
(30.09.2015)
Applications for Manufacturers Kids Demos close
(13.12.2015)
1000th SnowKidz event takes placeSnowboard for KIDS 2015 Antwerp (BEL)
(04.11.2015)
“The SnowKidz” videos are launched
(28.11.2015)
Largest SnowKidz event concludes with over 500’000 participants – Europa Park (GER)
(26.09.2015)
Preferred Suppliers program is launched
(10.09.2015)
First group of Audi World Snow Day Toolkits all allocated
Timeline and Milestones
(15.05.2015)
New Audi SnowKidz Toolkits produced
(26.04.2015)
Completion of the 6th Season of SnowKidz with 466 events in 35 countries.
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. June . . . . 2016 . . . . . June . . .
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a bad day for snow sports. Huacachina (PER)
Communication Activities Never
SnowKidz has undertaken a series of promotional actions to promote the events and message of bringing children to the snow. They are as follows:
Website
The home of all things SnowKidz, the website has been an integral part to the program. Organisers are able to register, monitor and manage their events online through the Live Profile System. The clever integration of the Live Profile System with the Event Locator means that any amendments are updated in real time. This allows the public to track, follow and plan participation in events easily. In addition to the communications of events, photos and videos by event Organisers are also displayed in reports. This gives the public even further engagement in the events.
Est. exposure: 90’000 yearly
Social media
FIS SnowKidz has been very active on social media. The last 12 months saw all platforms enjoy their largest growth to date with an average of 237%. The growth can be attributed to innovative
concepts such as The SnowKidz video series, a strategy of fun and of course the assistance of the SnowKidz Organisers. In fact, when analysed, the posts with the largest reach are those generated with content from the Organisers.
Est. exposure: 31’200 yearly
Integration into FIS Channels
Continuing on from its success in the past years, SnowKidz has been utilising the Bring Children to the Snow corner in the FIS Newsflash. The articles placed in this section have resulted in not only new audiences being informed about the program but also existing snow sports enthusiasts. Due to the success of this action, FIS has confirmed it will continue for the coming years.
Est. exposure: 300’000 yearly
13 Communication Activities
Social Media growth
World Cup Integration
2015/2016 saw the strongest World Cup integration for the SnowKidz program. With displays on video walls and announcements by stadium and TV commentators, these actions have also been coupled with World Cup Organisers staging FIS SnowKidz events. The multifaceted approached has benefited not only FIS but also audiences, World Cup Organisers and most of all people who have not yet had a chance to experience snow sports.
Est. exposure: 500’000 yearly
FIS Youth and Childrens Seminar
2015/2016 saw the strongest World Cup integration for the SnowKidz program. With displays on video walls and announcements by stadium and TV commentators, these actions have also been coupled with World Cup Organisers staging FIS SnowKidz events. The multifaceted approached
has benefited not only FIS but also audiences, World Cup Organisers and most of all people who have not yet had a chance to experience snow sports.
Est. exposure: 500’000 yearly
14 Communication Activities
Friends forever. Studen (SUI)
Partner Actions
It doesn’t always go according to plan, but the preferred suppliers can help. Assiniboine Park (CAN)
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Lake Mountain (AUS), showing the next generation the first steps in snow sports.
Our
Feedback from Event Organisers and the Public
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opinion, this is a good idea. Hohenzollern Skistadion (GER)
Feedback from Event Organisers
From the 15th July – 31st July FIS collected feedback from all Event Organisers. This feedback can be seen below.
Organiser Actions
Organisers continued to offer a variety of activities to keep children engaged. In comparison to the previous year “free skis/snowboards use” became the most popular action overtaking “free gifts and prizes“. When taking into consideration that the last 12 months saw the largest number of participants at events, offering “free skis/snowboard use” is now an important part of bringing children to the snow.
20 Feedback
Most common Organiser actions
Do you feel the SnowKidz brand helped attract participants?
76% of Organisers said SnowKidz helped them attract participants. This is an increase of 15% from the previous year.
Do you feel the SnowKidz brand helped attract media attention?
84% of Organisers said SnowKidz helped them attract media attention.
21 Feedback
Do you feel the SnowKidz brand helped motivate your team?
48% of Organisers said SnowKidz events helped motivate their team.
Do you feel the SnowKidz brand helped your event attract sponsors and partners?
36% of Organisers said SnowKidz was very helpful in attracting sponsors and partners. Another 44% said it assisted a little.
22 Feedback
Do you plan to organise a SnowKidz event for the 2016/2017 season?
None of the Organisers said it is “unlikely “or “no” to staging a SnowKidz event for the coming season. This is a very positive sign as it shows the brand is assisting them in their pursuit to bring children to the snow.
Feedback from the public
In July 2016 FIS established an on-going public feedback system on the SnowKidz website. Within the first two weeks, over 900 persons gave their feedback. These are the results:
Feedback from event participants
The following results are feedback from 493 event participants.
23 Feedback
How much did you enjoy your SnowKidz event?
63% of respondents said they enjoyed their SnowKidz experience very much.
How did you hear about SnowKidz?
41% of event participants said they heard about SnowKidz events from social media. Based on this information, for the coming years FIS will look to place more events on its social media channels.
24 Feedback
What interests you about SnowKidz?
‘Activities on snow’ is the top reason why people are interested in SnowKidz events. This emphasises that there is interest in snow sports globally.
Which special offers attracted you to the events?
“free skis/snowboards use” was the most attractive offer to participants. This means Organisers accurately aligned with participant expectations as free skis/snowboards use was the most widely implemented action from Organisers.
25 Feedback
Do you plan to participate in future SnowKidz events?
78% of respondents said “yes” while another 18% said “most likely”.
Feedback from non-participants
The following results are feedback from 503 non event participants.
26 Feedback
How did you hear about SnowKidz?
Interestingly 77% of non-participants heard about SnowKidz with a link from another website.
Why could you not participate in a SnowKidz event?
“I had no idea the events were taking place” was the most common reason with 85%
27 Feedback
Which activities or promotions would help you to participate in SnowKidz events more?
“Free/discounted lift passes” would be the most popular offer to attract people to events. This is an interesting result considering event participants and Organisers said the most popular and liked offer is “free skis/snowboards use”. The Suggestions for Event Organiser section provides a solution for this dilemma.
Do you plan to participate in the future SnowKidz events?
77% of non-participants said “yes” they would participate in SnowKidz events in the future.
28 Feedback
Suggestions for Event Organisers
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More snowballs would be my suggestion. Ylläs (FIN)
The following suggestions are based off of the best practices of SnowKidz Organisers and public feedback.
Local Communication is vital
Organisers have said local communication is vital to attracting participants. Participation from local residents is also more sustainable than international tourism as participants do not have to travel far to events and also speak the language.
To aid local promotion, SnowKidz have developed and Digital Toolkit. Organisers can find templates for posters, stickers and postcards and many more. All templates are free to download and can be modified to meet your needs.
Once produced it is advised to approach local schools and sporting clubs to invite them to the event. Be sure to have your activities well defined and always invite them back the next year.
Hint: Click here to access the SnowKidz Toolkit for all your local communication needs.
Diversify activities to fit different participants
There are many actions which can be done on the snow. The public surveys showed that many participants with Organisers connected thanks to “free/discounted equipment use”. However non-participants stated that “free/discounted lift passes” would be the main activation to get them participating in events more. To solve this problem FIS suggests offering participants a combination of offers. This does not mean all services should be free of charge but they may be all discounted for the purpose of the event.
